Latest Posts

Place Advertisements With Blog Networks to Target Motivated Prospects

Reprinted from South Florida Business Journal

Newspapers and magazines have long done an excellent job of determining editorial of interest to the buyers of advertisers’ offerings. Special editorial sections for dining, technology, finance, education, fashion and beauty, and weekend entertainment attract advertisers with products or services in those categories. Ads in these special sections often have a higher number of responders, who have more potential to buy because the interest in the editorial powerfully attracts readers’ attention to the ads. (more…)

Don’t Be the Next Social Media #FAIL

It’s easy isn’t it…setting up a Facebook Page, a Twitter account, a website, even interacting in the social media environment. Why can’t you or your new intern take care of it all without hiring an integrated marketing agency? There are many reasons why you can’t, but for starters, have you thought about the potential risks of diving into social media without the proper training on rules of engagement? All it takes is one faux pas to erode your brand and if you’re not careful, you could end up on the “social media failed” list which is why hiring the right agency can mean the difference between success and social outcast. (more…)

Understanding Your Hierarchy Of Social Media Needs

Much like Maslow’s hierarchy of needs in psychology, there are various levels in social media that are becoming galvanized within the discipline. Therefore, we’ve outlined each, starting from the bottom and working our way to the top. While this document is a generalization, we know that each client has specific needs and we can work with you to create customized solutions to meet them. (more…)

Starmark Shares Big Ideas

What good are big ideas if you don’t share them or implement them? Following that line of thought, last week Starmarkers Brett Circe and Justice Mitchell walked the walk and spoke at several events. (more…)

Starmark Joins Resurgence of Creative Industries in Downtown Fort Lauderdale

Starmark International, Inc., one of the largest advertising agencies in Florida, has made Museum Plaza in downtown Fort Lauderdale its national headquarters for the coming decade.

Nestled behind a beautiful fountain, in between the Museum of Art and 200 E. Andrews high rise office building, Starmark has remodeled a single-story former restaurant space with 15’ high ceilings into an intriguing creative office environment designed to reflect both the tropical lifestyle with technological advancements of our community in a new genre: “Tropical Modern.” (more…)

Damage Control for Bad Press

Bad press comes in many forms as you know. Historically, it was communicated through traditional media: print, TV or radio, thus allowing you the opportunity to tell your side of the story before the story hit the streets. Today, the media landscape has changed significantly with the advent of bloggers, consumer advocacy websites and the ever-expanding social media channels, and bad press can travel at light speed in a matter of seconds. How do you plan to protect your brand if your company was legitimately called out for wrong doing or error, or a customer received bad service and did not hesitate to share the adverse news with all of their friends? Do you have a damage control plan in place? (more…)

Online Reputation Management Cheat Sheet

Online reputation management is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility.
—Wikipedia (more…)

Support Your Local Marketing Group

 

What have you done for me lately? Well, if you pose that question to one of the advertising and marketing professional organizations, the answer is plenty…plenty that you may not be aware of. (more…)

Starmark Announces Opening of New Office in San Juan, Puerto Rico

Starmark President Jacqui Hartnett announces new San Juan office now open. At a recent opening party, dignitaries from private business, government and hospitality executives, joined Starmark’s management team including Brett Circe, V.P. of Interactive Services, and Mickey Espada, V.P. of Latin America & Caribbean Markets, who heads up Starmark’s Puerto Rico office. Photos from the reception are available on Starmark’s Facebook page.
(more…)

SMS and Email Marketing: Big Differences, Big Opportunities

Reprinted from South Florida Business Journal

Many marketers think using Short Message Service (SMS) for marketing on cellphones may be too personal and an infringement on the recipient. The good news is that it is both personal and very universal, since 98 percent of cell phones can receive SMS messages.

The other good news is that, from the beginning, the SMS system has had controls in place to avoid the proliferation of problems similar to those experienced early on from email spam.

The Mobile Marketing Association, with the help of the telecommunications carriers, agreed to a code of conduct that does not allow spamming. And, at any time, even if consumers have previously opted in, they can opt out by simply texting back the word “STOP.”

Marketers should feel secure about building their opt-in SMS lists. In essence, SMS lists cannot be bought, so marketers must build opt-in lists through their own contacts with customers and prospects. And, in doing so, they must be aware of the MMA code of conduct. The guideline is based on six “C words,” each of which could be preceded with the word “user”: choice, control, customization, consideration, constraint and confidentiality.

Apps can be expensive to produce, while a SMS code is very cost-effective and truly more personal.

Another misconception is that most cellphone users must pay per text. While some programs (like “American Idol”) charge for a text, most texters have unlimited message programs to avoid additional charges.

There are many productive ways to incorporate SMS into your marketing program.

The first and most important thing you can do is to use your SMS codes in your print advertising so you begin to build relationships and gather your SMS audience. Offering a discount or some information that’s valuable to your target prospect is a way to make them use the code, and thereby start the relationship.

Some local restaurants are aggressively gathering their SMS lists. Duffy’s Sports Grill in Fort Lauderdale asks for your phone number to text you when your table is ready – an excellent strategy to build a community of customers.

Visa’s SMS opt-in list serves up several text messages monthly from retail brands with coupons as high as $100, so there is no remorse about the opt-in.

Sports teams, podcasts and radio shows find great success in using SMS as a reminder that they will be airing during certain times, and can give an outline of programming details.

It is essential to determine a consistent pattern of usage for your list – not too much and not too infrequent – otherwise you will lose your audience to opting-out. Therefore, once you start a pattern of messaging, make sure that you pattern it in such a way that the material/messaging is consistent, succinct, entertaining and informative. If you accomplish this, your messaging will be a welcome addition to busy digital lifestyles.

To acquire opt-ins, use a keyword/SMS short code combination with a value incentive. An example is: PERKS/DUNKIN. With an incentive, it reads: “Text PERKS to DUNKIN for a free medium coffee.”

Whether it’s coupons, discounts or sweepstakes, you need to provide a valuable consideration in order for someone to opt-in to your list.

This is a marketing technology whose time is now that you can use creatively in your marketing. The amazing benefit is that the overwhelming majority of text messages are read, so your messaging won’t be missed. First, know the rules and begin building your SMS lists. Then create valuable messaging that will resonate with your audience and provide benefit to your company. The results of a well-planned texting effort will provide profits now and in the future.

Why Should You Keep Your Customers Engaged In Between Campaigns?

 

If you’re an advertising professional, then you understand the key components of sound marketing strategy: how to build and launch a campaign, install metrics, conduct postmortem analysis; in hopes of increasing awareness, consideration and conversion; and ultimately, reaching that pot of gold at the end of the rainbow – brand loyalty. But have you considered what to do during the critical time period “in between” campaigns to keep your brand alive? (more…)

Starmark Promotes Savvy Tourism Marketer Lisa Hoffman to VP, Client Services

With 14 years experience in travel, tourism and destination marketing, Lisa Hoffman has been promoted to Vice President, Client Services of Starmark International, Inc., according to an announcement today by Jacqui Hartnett, the marketing agency’s president. (more…)